2_1_ScanMag_71_Dec_2014_Text_MADS_Scan Magazine 1 29/11/2014 12:11 Page 27
Scan Magazine | Special Theme | From Sweden with Love
collection, it sets out to reinvent 40 iconic products in rustic elegance, starting with five striking classics. For this the Tärnsjö team had a clear vision in mind: non-conservative rustic elegance. “We decided to find out where our DNA was and we found that it’s in a certain type of leather which is richer. We also work with hand sewing, and that means we can add an elegant touch, so we created rustic elegance as our expression,” says Marketing Manager Simon Hjälte. With the ICON collection Tärnsjö Garveri is ready to start competing with luxury leather brands worldwide and they’re beginning by taking on the classics. “We have chosen to interpret classics in a new way,” says Hjälte, emphasising that their versions give customers more value for their money. “We have established an expression that we call the saddler’s quarter,” says Hjälte,
hinting at the Swedish expression “the academic quarter”, meaning that it’s ok to be fifteen minutes late. “It means that we spend another quarter on every finish,” Hjälte explains, adding: “Due to our production being completely internal, this extra attention to detail doesn’t affect our prices as much as it would for companies who outsource the process.” The perfect fit The briefcase, Hjälte says, epitomises the ICON series. “It is the most interesting piece because it positions us the best. It was the product that we started with and it’s the basis of all the other products.” Next to the briefcase sits an iPad portfolio, a MacBook portfolio and a key loop, but it’s the iPhone sleeve that is Hjälte’s designer darling. “The iPhone sleeve is double, meaning there are two layers of leather, so now I keep all my everyday things there. Bank card, travel card, security pass… It’s become the new favourite.” The sleeve has also inspired an important dialogue. “Our iPhone sleeve is our raw denim,” says Hjälte, explaining that people sometimes wonder why at first you struggle to fit an iPhone in it. “When I show them mine they get it.” Just like a pair of jeans, the sleeve expands depending on what you put in it. “It’s a magical thing,” says Hjälte and we certainly agree there is something magical about Tärnsjö Garveri. Their success in combining style with sustainability means the Tärnsjö Garveri stamp has become a rare but real seal of responsible quality and a certain top ten on anyone’s wish list this Christmas. The ICON collection is available at NK Stockholm, NK Gothenburg and at MrPorter.com as well as in Tärnsjö Garveri’s web shop – launching in December 2014. For more information, please visit: www.tarnsjogarveri.com
Affordable luxury: Tärnsjö Garveri’s rustically elegant ICON collection is premium Swedish design at its best. TOP MIDDLE: Tärnsjö is all about originality and just like each hide is marked with a stamp that traces back to its original farm, each briefcase is given a unique number. ABOVE LEFT: The iPhone sleeve has quickly become a customer favourite. ABOVE: CEO Axel Bodén and Marketing Manager Simon Hjälte. Photo: Daniel Månsson
Issue 71 | December 2014 | 27